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A
Unique Approach to Understanding Mobile Users
AnswerLab and Yahoo! teamed together to determine the best way to modify
the Y! oneSearch tool into a mobile application for Y! Go. The end objectives
were to drive mobile search uptake, improve relevancy and enhance product
differentiation. The end results from our unique approach to mobile research
provided insights across a breadth of topics (e.g., context, usability,
impressions) in a cost-efficient manner.
Given Yahoo!’s objectives, the main concern when developing our methodology
was to ensure that the respondents provided real-time feedback in real-life situations while
using the new mobile application. To this end, we created
a one-of-a-kind research approach by combining a variety of qualitative
methods. This unique approach allowed the application to be tested in a
true, natural environment during the course of a one-month field study.
Our mix of daily interactions and in-depth interviews, as well as our tiered
incentive program, allowed for users to be thoroughly engaged throughout
the process and provide on-the-spot feedback.
After the initial screening,
each respondent participated in an in-depth interview where we guided them
through the goals of the research program and how it would work. We discussed
the importance of requiring daily engagement and explained the incentive
program (i.e. the more engaged they were, the higher the incentive would
be). This interview set the stage for the entire study – generating enthusiasm
among respondents to participate.
Over the course of one month, respondents
left a daily voicemail with their feedback on a few key questions relating
to the functionality and effectiveness of Y! Go oneSearch. (If the application
was not used, they answered a different set of questions to understand
why not.) Users also sent photos of themselves (or surroundings) whenever
they used the application. For easy reference, we provided respondents
with a laminated, wallet-sized pocket card which contained the phone number
and key questions. Because respondents checked in daily, we were able to
determine the key information users sought and where they were when they
requested the information. This allowed us to realistically understand
the context in which the application was used AND determine which specific
areas provided value and which needed improvement.
We also conducted an
interview at the mid-point of the study to obtain initial feedback and
answer any questions participants had about the application. Information
gathered at this check-in point highlighted that users did not completely
understand how their search results could be customized. Once explained,
they understood the value and were easily able to engage with the application
on a deeper level.
The in-person interview clarified the respondents’ voicemail
reports and allowed us to probe deeper into issues that were not initially
clear. We were also able to obtain very precise impressions of the application
from their month-long engagement. After this interview, it was apparent
that a key frustration with the Y! Go oneSearch application was that it
provided links to sites and other applications that were not optimized
for mobile devices. In addition, the various users’ mobile devices had
different capabilities – which, in some cases, impacted their overall experience.
To
obtain real-time, actionable results among mobile users, it’s essential
to think outside-of the-box when designing an effective research approach.
Our customized research methodology provided Yahoo! with in-depth insights
across a multitude of areas – usage, content, navigation and adaptation.
These findings were an integral part of Yahoo!’s ability to determine next
steps for building Y! oneSearch into the Y! Go mobile application. Not
only was Yahoo! able to make specific changes to the product itself to
improve relevancy to the user, it was also able to develop specific distribution
channels and implement alternative changes to differentiate their product.
To
conduct a mobile application study of your own, contact
us.
Improving
Your Site Usability Isn’t the Solution...
...At least that’s what we recently told one of our clients. A leading
financial services firm came to AnswerLab with the desire to test the
usability of a new prototype interface for a value-added service. The
results from the study were surprising – even though users reported
the new UI easier to use, it had minimal effect on actual adoption.
The
firm had identified four user groups for this service: current users,
former users, and two groups of non-users: those who had never tried
the service and those who signed up but never used it. We proposed
conducting a quantitative study that would give statistically valid
results for each of these four groups. We structured the evaluation
to gather reactions to two versions of the UI and to better understand
the effect on customer retention and barriers to product adoption.
To
the surprise of the client, the study found that the new UI had little
effect on the likelihood of non-users to adopt the service, even though
users and non-users alike reported that it made most tasks easier to
complete. The study revealed the true barrier: the non-users lacked
a clear understanding of the benefits of the service and how it worked.
This was good news for the client, as changing product messaging required
less time and money than further improving the site usability.
While
we often help clients with usability issues, usability isn’t always
the answer. We help businesses grow – whether through improving usability,
messaging or the product itself. Contact
us to see how we can structure
a study that will help you better understand your current and prospective
user base – and decide how to best prioritize product improvements.
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